McCain
Stand out sharer: Driving Gen Z trial in frozen.
7.6m
impressions
40.8%
FSKU uplift
£1.33
brand ROI
McCain
Stand out sharer: Driving Gen Z trial in frozen.
7.6m
impressions
40.8%
FSKU uplift
£1.33
brand ROI
McCain
Stand out sharer: Driving Gen Z trial in frozen.
7.6m
impressions
40.8%
FSKU uplift
£1.33
brand ROI
Challenge
Unlocking a new snacking occasion to revitalise a static frozen category.
The frozen category has historically struggled to find its place in the modern snack rotation of Gen Z consumers. McCain set out to change this by driving sales of their Air Fryer Hash Brown Bites and Crispy Dippers. The goal wasn’t just immediate sales; it was to capture an untapped impulse snacking occasion and draw a completely new demographic into the freezer section.
Challenge
Unlocking a new snacking occasion to revitalise a static frozen category.
The frozen category has historically struggled to find its place in the modern snack rotation of Gen Z consumers. McCain set out to change this by driving sales of their Air Fryer Hash Brown Bites and Crispy Dippers. The goal wasn’t just immediate sales; it was to capture an untapped impulse snacking occasion and draw a completely new demographic into the freezer section.
Challenge
Unlocking a new snacking occasion to revitalise a static frozen category.
The frozen category has historically struggled to find its place in the modern snack rotation of Gen Z consumers. McCain set out to change this by driving sales of their Air Fryer Hash Brown Bites and Crispy Dippers. The goal wasn’t just immediate sales; it was to capture an untapped impulse snacking occasion and draw a completely new demographic into the freezer section.
Insight
Gen Z seeks shareable hosting solutions, but the frozen aisle wasn't part of their journey.
To understand this audience's shopping behaviour, we looked at how their social culture is shifting. With "home-hosting" becoming the new going out, Gen Z prioritises price, taste, and high-speed efficiency for their gatherings. While McCain's snacks perfectly answered this need for shareable moments, this demographic wasn't naturally navigating to the frozen aisle to find them. To drive trial, we didn't need to change the product—we needed to rethink where and how it was discovered.
Insight
Gen Z seeks shareable hosting solutions, but the frozen aisle wasn't part of their journey.
To understand this audience's shopping behaviour, we looked at how their social culture is shifting. With "home-hosting" becoming the new going out, Gen Z prioritises price, taste, and high-speed efficiency for their gatherings. While McCain's snacks perfectly answered this need for shareable moments, this demographic wasn't naturally navigating to the frozen aisle to find them. To drive trial, we didn't need to change the product—we needed to rethink where and how it was discovered.
Insight
Gen Z seeks shareable hosting solutions, but the frozen aisle wasn't part of their journey.
To understand this audience's shopping behaviour, we looked at how their social culture is shifting. With "home-hosting" becoming the new going out, Gen Z prioritises price, taste, and high-speed efficiency for their gatherings. While McCain's snacks perfectly answered this need for shareable moments, this demographic wasn't naturally navigating to the frozen aisle to find them. To drive trial, we didn't need to change the product—we needed to rethink where and how it was discovered.
Approach
Combining purchase intelligence and strategic out-of-aisle placement to prompt category re-evaluation.
Rather than waiting for them to find us, we intercepted their lifestyle. Leveraging a robust data ecosystem— including first-party data from Amazon, Morrisons, and Dunnhumby—we deployed a highly targeted digital strategy on Meta to engage Gen Z long before they reached the store. We then connected this digital awareness with a highly visible physical presence, using out-of-aisle media, ATM ads, and targeted gondola ends in high-density urban supermarkets. This placed the product directly in the path of the modern shopper, encouraging them to rethink their frozen aisle habits.
Approach
Combining purchase intelligence and strategic out-of-aisle placement to prompt category re-evaluation.
Rather than waiting for them to find us, we intercepted their lifestyle. Leveraging a robust data ecosystem— including first-party data from Amazon, Morrisons, and Dunnhumby—we deployed a highly targeted digital strategy on Meta to engage Gen Z long before they reached the store. We then connected this digital awareness with a highly visible physical presence, using out-of-aisle media, ATM ads, and targeted gondola ends in high-density urban supermarkets. This placed the product directly in the path of the modern shopper, encouraging them to rethink their frozen aisle habits.
Approach
Combining purchase intelligence and strategic out-of-aisle placement to prompt category re-evaluation.
Rather than waiting for them to find us, we intercepted their lifestyle. Leveraging a robust data ecosystem— including first-party data from Amazon, Morrisons, and Dunnhumby—we deployed a highly targeted digital strategy on Meta to engage Gen Z long before they reached the store. We then connected this digital awareness with a highly visible physical presence, using out-of-aisle media, ATM ads, and targeted gondola ends in high-density urban supermarkets. This placed the product directly in the path of the modern shopper, encouraging them to rethink their frozen aisle habits.
Channels
Social using retailer 1PD
Precision targeting via purchase behaviour.
Digital Display using Amazon data
Capturing high-intent offsite discovery.
In-store digital screens
Forcing out-of-aisle category re-evaluation.
Fixture media
Securing final frozen aisle conversion.
Channels
Social using retailer 1PD
Precision targeting via purchase behaviour.
Digital Display using Amazon data
Capturing high-intent offsite discovery.
In-store digital screens
Forcing out-of-aisle category re-evaluation.
Fixture media
Securing final frozen aisle conversion.
Channels
Social using retailer 1PD
Precision targeting via purchase behaviour.
Digital Display using Amazon data
Capturing high-intent offsite discovery.
In-store digital screens
Forcing out-of-aisle category re-evaluation.
Fixture media
Securing final frozen aisle conversion.
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